One of the most common forms of modern-day communication is the use of email to connect your personal and professional lives. We’re living in a fast-paced technology age, with everything from a simple news subscription to your upcoming flight itinerary available at the click of a button. Some might say it’s economical and environmentally friendly, while others have made the transition out of forced obligation, but however you look at it, you can agree that it has helping to advertise correspondents to the vast population. 

That being said, e-commerce companies are bridging the gaps with their audiences, offering a trusted connection that empowers the brand and reaching out to formulate a relationship that’s entirely reliant on a business’s ability to create a buzz among the generations. So, how are marketing companies bridging the generational gap that contains a variety of people ranging in age, from grandparents to young adults?

Segmenting their lists based on generation

Whether you work alongside a company that manages your professional email marketing or you possess the time and ability to do the work in-house, you should cater to your various age groups by segmenting your audience.

• Baby boomers (born between 1946 and 1964)
• Generation X (born between 1965 and 1980)
• Millennials, also known as Generation Y (born between 1981 and 1996) 
• Generation Z (born 1997 and after)

How to email baby boomers

Baby boomers have not spent their entire lives around digital technologies, so, be mindful that they’re still actively learning this means of advertising. The good news is that it’s likely an integral part of their lives. Although baby boomers may possess emails and scan the wide web, it doesn’t mean that they’re as likely to carry out their purchases online, instead, many choose to pick up the phone and call or make the purchase in person. 

So, in order to accommodate professional email marketing campaigns that are geared towards this audience, consider doing the following:

• Replace “BUY NOW” buttons with “CALL US TO BOOK” buttons.
• Change your tone and writing style to reflect simplified language, rather than slang.
• Long-form emails are preferred among this generation. 

How to email Generation X

Unless the individual was born towards the end of the cut-off, this generation was almost not fully immersed in technology until adulthood. Generation X consumers (currently in their late 30s to 50s) likely already have established their careers and possess a home with a busy lifestyle, so it’s important to remember that all of these supporting factors should be considered when you’re catering an email towards them. 

So, in order to accommodate professional email marketing campaigns that are geared towards this audience, consider doing the following:

• Sent a thank you email if they have made a purchase.
• Invite them by email to become a VIP member, offering discounts and contest perks. 
• Keep your text short in your emails, many are at the peak of their careers and are most likely keeping busy during their work days. 
• Make sure your emails are mobile-friendly for on-the-go viewing. 

How to email millennials 

Millennials are the technological generation that has been born into and lived through many high-tech, modern changes. In fact, almost every millennial owns a smartphone and are pretty active on an assortment of social media channels. One of the biggest generational trends of this sub-group is their attraction to video. This generation is not far from reaching the largest populated age group in North American, so it’s incredibly important to develop professional email marketing that caters to connecting with them.  

So, in order to accommodate professional email marketing campaigns that are geared towards this audience, consider doing the following:

• Skip the loyalty programs and advertise sales.
• Use video or aesthetic images in your emails to attract their attention. 
• They will shop around, so be attentive towards their complaints and suggestions. 
• Share engaging information and content. 

How to email Generation Z 

Ironically enough, this generation would rather use email than face-to-face communication, so why not utilize this means of making a connection to basically have a conversation with them? Be mindful that this generation is still young and very impressionable. 

So, in order to accommodate professional email marketing campaigns that are geared towards this audience, consider doing the following:

• Focus on social media and video exclusively. 
• Speak to their interests and use generational slang and hashtags to relate to them. 
• Keep in mind that this generation is probably not making a professional income, so also cater to their parents when you’re formulating a professional email. 

Did you learn anything about expanding your professional email marketing? Drop a comment below to show your new-found knowledge.